customer success journey map

5 Ways a Journey Map Clarifies Customer Success

customer success journey map

I’m currently working on journey maps for’s customer success processes. They are extremely clarifying for what needs to be done, how to see it from the customer’s own perspective, and how to measure our efforts in an ongoing and unified way. With that in mind, I thought I’d share some of the ways that it is dramatically simplifying how we ourselves approach ensuring the success of our customers.

  1. It reminds you of how the process of training and onboarding relates to success.
  2. It shows you where you can insert surveys into the journey to make sure you are on track and can adjust and improve based on the results.
  3. It helps keep all of your notes in one place.
  4. You can quickly and easily create individualized maps for each customer.
  5. It organizes tools, people, assets and processes so that people see how they need to collaborate across functions.

It reminds you of the importance of training and onboarding in context of a process over time.

Seeing how training and onboarding relates to the timing of check-ins and progress helps to create your syllabus and helps set expectations as to what is realistic in terms of training people up on your product or service. Adding feedback to the process will help refine this syllabus and tailor it to individual learning personas in your customers.

customer success survey integrated with journey map

It shows you where to create and deploy surveys across the journey to make sure you can continually improve based on contextual feedback

Seeing a journey map and being able to connect directly to your survey tool such as SurveyMonkey ( integrates directly with SurveyMonkey) makes it easy to create and monitor surveys within the context of the journey to get feedback to confirm or challenge your assumptions, allowing you to continually improve that journey. At the same time, your customers will know and appreciate that you are making an effort to really hear them. Of course, you can also insert different types of surveys such as NPS surveys that give you different types of actionable feedback and measurement and the journey map helps clarify where to use them and how to process their meaning in context.

customer success journey map notes

It helps you keep your contextual notes all in one place for easy retrieval and understanding

Personally one of my biggest peeves is when I have to search around for data or notes and then somehow parse that back to whatever I was actually trying to focus on. When I’m looking at a customer journey segment I want to have all my relevant information at hand. By mapping the segment in, I can use the Touchpoint Notes Input feature and/or the content upload feature to pull it all together, not to mention adding text and links to the various areas around the map as well.

individualized customer success journey maps

You can create individualized maps for each customer to collaborate around their actual success journeys

Gathering all your notes, data, conversations and the like gets really powerful when you create an individualized map for each customer. Now I don’t need to hop around between a bunch of different systems to get a picture of what’s actually going on in terms of the customer success journey for a particular customer, I can just focus on the map for that customer. Using the Touchpoint Conversations feature I can carry on conversations related to the map and touchpoints and have it all stored in the same place and context.

customer success journey connected assets

You can pull together all of your tools, assets, people and processes for easy organization and coordination

One of my favorite things about mapping out customer success into a journey is pulling together assets like videos, images and links into the same view, giving me a clear picture. At the same time, I’m organizing the tools we use, connecting customer experiences to internal processes, and connecting all of the above to feedback systems like SurveyMonkey and GoogleAnalytics. This gives me insight and collaboration that would be very hard and time consuming any other way. When I have a conversation internally about a specific touchpoint, I have everything at hand to refer to and it speeds up the conversation and action greatly.

Those are 5 ways that I’m going to save a bunch time today pulling together some success journeys we are working on. If you are looking to do the same, you can sign-up for a free-trial and ask for our customer success map and touchpoint templates to help you get started.